Real profit. Seniors Choice is modelled as ad spend × margin band — its RedTrack revenue is a placeholder and is never used.
Separate chart, shared time axis — spend and profit differ in scale and must never share one plot with two y-axes.
Share of spend against share of profit — the gap is where the opportunity is.
Accept vs reject from Lead Prosper. Covers only the four O&O funnels that route through it — Seniors Choice, Rates.ca and Pet Priority post direct to buyer.